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Keywords: Perceived interactivity
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Journal Articles
Journal of Service Theory and Practice (2025) 35 (5): 668–692.
Published: 03 June 2025
...) and customer loyalty (CLY) within online service interactions. Additionally, the study investigates the moderating role of perceived interactivity (PI) and the mediating effect of CIE in translating CLR into loyalty. Design/methodology/approach Study 1 employed a cross-sectional online survey conducted...
